This cinema spot was the last piece of creative we produced for the Florida Tobacco Pilot Program (Truth) in 2000. The mission was to show teens that their rebellious notion to smoke was actually secretly engineered by middle-aged corporate white guys. Sure, faux movie trailers are now a fairly worn advertising device, but I'm proud to say that this spot came out precisely the way I wrote it (word for word) and was edited precisely the way Paul Keister and I boarded it (scene for scene). Directed by Phil Joanou.

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